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J U L Y / A U G U S T 2 0 1 8 • r e s t a u r a n t d e v e l o p m e n t + d e s i g n • 2 1
tomatoes and other seasonal produce
behind the counter — or otherwise
front and center — that the cooks are
actively grabbing and using. From a
design perspective, it's about having a
few touch points that are easy to man-
age such that your kitchen can have
functional storage while it also com-
municates your expertise of handling
fresh produce. At Tender
Greens and other progres-
sive restaurants, you might
also see staff doing prep
work behind the line but
in front of guests. That
way, customers can see
and hear someone chop-
ping lettuce and other
produce in real time. It
might not be as efficient
as having someone come
in the morning to prep,
but you gain in terms of
brand communication and
experience-building.
Social Media
So many concepts popping
up are driven by their social
media presence and ability
to design their food or space for photos.
Even something as simple as the tile in
the bathroom has to be interesting to
look at so you can Instagram your feet
on the ground to showcase your experi-
ence. At the table, it's all about having
the food on the plate pop. We're living
in an age of "acceptable narcissism,"
where there is absolutely no shame in
pulling out your phone when the food
comes to make sure you have the best
shot before you eat. For many Millen-
nials and Gen Zers, the camera eats
before they do, and many restaurants
do and should encourage that.
Design impact: Lighting is hugely
important for photos. Most modern
tables now have spotlighting or other
light from overhead to encourage
good picture taking. I'm also seeing
more use of natural light in different
areas. The plating of the food itself, of
course, is a huge consideration from
the selection of the serving vessel to
the look of the tabletop. But the brand
experience doesn't stop at the table.
There needs to be more attention to
detail in everything from the exterior
of the restaurant to the menus to the
bathroom to the perfectly garnished
cocktails to the check presenter. Every-
thing should be camera-ready, but it
all needs to circle back to the food.
Along those lines, I'm also seeing more
unabashedly bold choices and heavy
use of color. We're seeing it more in
some brands like Cha Cha Matcha in
New York and even in Starbucks during
its experimentation with the multicol-
ored Unicorn Frappuccino. The extra
color includes the heavy use of plants
and greenery — it's such a different
take from the dark restau-
rants of years past.
Technology
Offering another layer of
convenience via technol-
ogy is not only a functional
value add — it's emotional,
too. But you can't do tech
just to do it. It has to add to
the experience. If customers
have a bad tech experi-
ence, that can be worse,
especially for Millennials
like myself, than a bad
food experience. People are
much more likely to write
off brands because of a bad
tech experience these days.
The use of ordering and
delivery apps should create
a frictionless experience and a greater
connection with the brand.
Design impact: Panera is an
example of a brand doing tech right.
Not only do they have in-store, self-
ordering kiosks and an efficient pick-
up operation, but now you can walk
in, sit down, order from your phone,
and have someone bring your food to
your table. This is very progressive
and, again, all about care and conve-
nience for the consumer. +
Trends manifest as a reaction to
larger societal movements, which
are driven by shifting consumer
behaviors. We're seeing trends
come about as a result of the
changing political climate,
growing environmental concerns
and an overall shift in health.